How-To Hire Online Communications Expertise
There are an awful lot of overnight online and social media communications “experts” out there, many light experience in communications, and lacking credentials both online and with more traditional, yet essential, methods.
Here is a practical starter checklist to use when vetting any PR or communications agency, team or person … in order to really test their tech savviness and strategic thinking. Note … if anyone hesitates in their answers or if they pause and exchange glances, cross them off:
- How would the agency define Web 3.0? (One answer is emphasis on wireless devices, constant interactivity and social media where users publish and share content. A better answer is tomorrow’s style of online and wireless communications where we are only limited by our own imagination.)
- Ask who in agency leadership is active on Twitter, and are they engaging in conversations or just promoting/selling the agency? Get on Twitter, yourself, and check them out.
- Visit their blogs. Are they one-way sales promotions or are they engaging people in conversations and listening?
- Visit their YouTube, Facebook and Twitter accounts. Are they sharing good information, and are they reaching out to authentically connect?
- As thought-leaders, what books or articles have agency leaders written, especially on today’s seismic shifts in communications? (This helps to cull out the talkers from the doers.)
Notice how most of the questions center around whether agencies, themselves, are engaging in the digital revolution. Anyone can create a blog today. A blog is no longer unique. You don’t need an agency to send out a press release into oblivion through a costly blast e-mail spam service. Just hire an intern.
What is really important is top-level strategic thinking focused on how technology is used to carry forward messages, image and reputation in order to successfully connect with audiences in this new world of communications. Such expertise can be found … when you brush aside all the snake oil.
Filed Under: Featured • Strategic Communications
About the Author: David is a veteran communications strategist ... writer ... blogger ... online publisher ... and Emmy Award winning former CBS Network News correspondent. He lives in the Washington, D. C., area, and works worldwide.
D, love this piece
Good points David.
If anything, perhaps #1 is less relevant (or, at the very least, worded “incorrectly”)?
Since Web 2.0 was a misnomer to start with, I think people are holding off adopting a “Web 3.0″ mentality.
Connection, yes. Interaction, yes. True conversations and interest points, yes. But actual Web 3.0 – sounds dated even before it’s begun.
Cheers for the good stuff, as usual.
David, I’m still operating on the theory that many of these so-called experts are marketers who lost their jobs and are attempting to paddle for the next wave…without knowing how to ride their board.
Once again, I find all of your comments to be on point. Good post, I wish more people were talking about this issue.